Digital

Working in digital advertising, you have to know how to blend creativity with strategic, data-informed thinking—and how to do it quickly. Whether it's learning how to fully embody a brand’s tone of voice or writing entertaining display ads, I’m focused on providing my clients with targeted copy that’s clear, engaging and optimized for the platforms they live on.

Client: Navy Federal Credit Union

Industry: Financial
Agency: MRM
Project: Social Media - Summer Travel Credit Card Offer
Role: Writer

After a chaotic travel season post-Covid, our client wanted to give cardholders an incentive to increase their travel spending. The problem? Costs just kept going up, and card uptakes were low. To counter this, I focused on the insight that consumers wanted to prioritize luxury after spending so much time at home. My copy provided an aspirational picture of what a real vacation could look like, along with showing how to make it more affordable. Our campaign encouraged cardholder loyalty and reminded members how easy it was to redeem points on-the-go.

Social media marketing seems deceptively simple, but effective social advertising requires creative problem solving and a cohesive campaign strategy. At its best, it can provide opportunities to build brand awareness and foster relationships, like this campaign did.

Client: Cadillac

Industry: Automotive
Agency: MRM
Project: GM Owner Center Take-to-Market (TTM) Campaign
Role: Writer

During my time on the GM Owner Center account, I became an expert in matching the tone and style of each brand identity. Much of the content, including the example above, required updating general marketing and site materials to target the different GM brand audiences, helping our account build brand recognition and trust within the organization and beyond.

Client: Cleveland Clinic

Industry: Healthcare
Agency: MRM
Project: US News Best Hospitals Campaign
Role: Writer

As part of our multi-channel campaign in 2021, we developed these banner and display ads to increase local and statewide exposure to Cleveland Clinic. Designed within the context of their ongoing For Every Care in the World campaign, these digital ads drove user engagement with the brand and provided us with valuable metrics that helped inform our future messaging strategy.

Client: Coca-Cola

Industry: Beverage
Agency: MRM
Project: Company Intranet Redesign
Role: Writer

80 days. That’s all we had to deliver a complete redesign of Coke’s global intranet site, including 165+ pieces of new copy. As part of the launch team, I wrote original content across the new site, including for the Fanta and Glacieu brands. This new content included employee stories, video interviews, surveys, industry and competitive news and more.  By the end of launch month, unique visits were up by 330%. (Note: Due to our non-disclosure agreement, my writing samples cannot be shared publically and are only available by direct request.)

Client: Chicago Brick Ovens

Industry: Retail
Agency: In-house marketing @ Woodland Direct
Project: YouTube Video Description Refresh
Role: Writer

This fun video series features Carmen Parisi, the president of Chicago Brick Oven, showing viewers how to cook different recipes in their outdoor pizza oven. For this project, I provided clear and concise video summaries and made it easier for users to find our content by incorporating relevant keywords and phrases to improve SEO.